
The company obtained a definitive license to operate in Brazil on December 31, 2024, granted by the Prizes and Betting Secretariat of the Ministry of Finance. The authorization is valid for five years, with the payment of a grant of R$ 30 million (US$ 5.15m). The operation will be conducted by a joint venture between MGM, which holds a majority stake, and Grupo Globo.
The platform will have three main fronts: sports betting, casino games and online casino, with live broadcasts. To play, you must be over 18 years old, register for free and make a minimum deposit of R$20 (US$ 3,45). The business model follows the operation of a physical casino, generating revenue from the results of bets.
In 2023, MGM Resorts International recorded total revenue of US$16.16 billion, an increase from US$13.13 billion in 2022, with just over US$8 billion coming from casinos. The company, which already operates in 10 European countries and 29 American states, is now making its debut in the Brazilian market. The local team has more than 200 professionals, led by Chief Executive Officer (CEO) Almir Silva, who has more than 20 years in the sports betting industry.
To boost the brand, the company is preparing a marketing campaign that includes advertising on TV, digital media and outdoor (out-of-home). The campaign is being created by Artplan, an agency of the Dreamers Group.
“MGM has over 40 years of experience in the entertainment and gambling market, with exclusive assets, including its own studios for game development,” explains Silva. “Our differentiator will be the ability to create a truly enjoyable experience for Brazilian users, placing them at the center of the journey. This will be crucial for us to become market leaders.”
Silva highlights that the platform incorporates several responsible gaming tools. Users will be able to set deposit and usage time limits, as well as request temporary or permanent self-exclusion.
“We have also implemented a system to identify risky behaviors, such as sudden changes in betting patterns. In these situations, we will contact the user to suggest blocking them for a period of time. Our commitment is to offer entertainment in a safe and responsible manner,” concludes the CEO.
Source: Valor